Category
Fashion
Scaled Restraint
Trend cluster
Category
Barrier
Wash
Face and body washes now tout their ability to protect the skin's barrier.
3.5
Trend score
Trend
What is the Barrier Wash trend?
Barrier Wash: Skin barrier protection is becoming a greater priority, particularly for people with dry and/or sensitive skin. Now, everything from face to body washes are now touting their ability to cleanse the skin without disrupting or harming the skin's barrier.
Insight
The consumer insight behind the Barrier Wash trend
As consumers continue to prioritize skincare as part of their daily wellness rituals, they're increasingly expecting that brands cater to their individual needs. The many choices in this space means that those who are passionate about skincare are constantly expeirmenting, pushing brands to be more innovative in developing their formulas and more impactful in their branding.
Trend themes
Themes within the Barrier Wash trend
Three behaviours holding the trend together01
Skin Barrier Protection
Consumers are increasingly looking for skincare products that protect and maintain the skin's barrier to cater to individual needs.
02
Microbiome-Enhancing Body Cleansers
Body cleansers with pre-, post- and probiotics are becoming a trend as consumers focus on restoring and maintaining healthy bacteria levels on the skin.
03
Mid-Winter Hydrating Products
Hydrating skincare products are being launched to help combat winter dryness and maintain long-lasting hydration.
Industry implications
What the Barrier Wash trend means for industry
Where the trend changes the playbookFor
Skincare
The skincare industry can leverage these trends to create innovative products that cater to individual consumer needs.
For
Microbiome-Friendly Products
Companies in the microbiome-friendly product space can develop new body cleansers with pre-, post- and probiotics to support healthy skin bacteria levels.
For
Winter Skincare
Businesses focusing on winter skincare can develop hydrating products that target the effects of cold weather on the skin to provide long-lasting hydration.
Workshop question
How is your brand adapting to consumers' changing expectations?
Trend signals
Trend signals for Barrier Wash
Trend score 3.5 out of 10, from popularity 59%, activity 36%, freshness 11%.
Popularity59%
Activity36%
Freshness11%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Barrier Wash trend
4 featured examples from Sep 2, 2021 to Jan 12, 2022CategoryFashion
Mid-Winter Hydrating Products
INKEY List Launched Two Hydrating Formulas to Combat Dryness
INKEY List's launch of new hydrating skincare products provides opportunities for cosmetics and skincare companies to invest in similar hydrating formulas.
CategoryFashion
Full-Body pH-Balanced Cleansers
Fur's All Body Wash Replenishes and Hydrates the Skin
Skincare industry can expand their product range by developing full-body pH-balanced cleansers.
CategoryFashion
Probiotic-Rich Body Cleansers
Zitsticka's Silkshake is a Solution for Breakout-Prone Bodies
The skincare industry can look at developing more pre- and probiotic-infused products that cater to body care.
CategoryFashion
Apple-Pineapple Cleansing Oils
The Wash Away Cleanser Dissolves Impurities with Agran & Grapeseed
The skincare industry can capitalize on the trend of oil cleansers and hero skincare ingredients in order to create innovative products that cater to consumers seeking a more natu…
